Elly Munro, who leads the Vinbiz operation, is calling the new project Adventures by the Bottle and, at its heart, is a campaign for real wine. She said: “Many wines available in the UK are tailored, meaning certain flavours and acids are removed to suit the British palate. “We are known for drinking wine on its own and much of the character of a fine wine is created with the intention that it will accompany food.” Elly says this means that many wines available in the UK taste the same. “These are wines produced in bulk from the ubiquitous varieties of Chardonnay and Merlot,” she said. “We want to encourage people to try wines of character, wines that have all the flavours and complexity that the winemaker worked hard to achieve, different grape varieties, wines as they were intended,” said Elly. “And we want people to enjoy them with food. “Our campaign will be attempting to get as many people as possible to learn about different wines, the families that make them and the small producers that create them with passion. “It will involve a certain amount of education but in a fun way at a Vinbiz party.” The first promotion of the Adventures by the Bottle campaign will take place at Hampton Court Palace over the August Bank Holiday weekend at its A Country Affair event. Vinbiz and Champagne René Rutat, a premier cru grown, pressed and bottled on a small estate, will be sponsoring the champagne tent at the event. Elly added: “We are actually turning it into a champagne and fine wine marquee, where a choice of wines can be tried before making a purchase.” Vinbiz is also involved with the biggest fashion event in the UK — London Fashion Week which takes place in September. Working with Daniel Jarry, Vinbiz is part- sponsor of ON/OFF, a celebration of fashion, design and art. This event is organised by The Doll, an organisation that helps and promotes young designers. ON/OFF will feature an evening of entertainment at the Royal Academy of Arts where Vouvray wine grower Daniel Jarry and Vinbiz will be providing Daniel Jarry Vouvray Petillant Brut 1996. Elly says Vinbiz shares the philosophy of The Doll in assisting the smaller and up-and-coming organisations. “There has been a lot of publicity about the EU wine glut and there were calls for winemakers to be more competitive and dynamic in selling,” says Elly. “We would prefer them to concentrate on making fine wines for Adventures by the Bottle and we will get it tasted.” The Adventures by the Bottle campaign will be featured on the Vinbiz website to be launched over the August bank holiday weekend at www.vinbiz.co.uk .